2.B Evaluating Audience Benefits

2.B Evaluating Audience Benefits The Federal Centers for Disease Control and Prevention report that 32% of all US adults are obese. Some organizations are starting to address this public concern. For example, Pepsi, which spends more than $1 billion on marketing annually and is one of the biggest manufactures of high-calorie, sugary colas and foods, is now producing alternative snacks. However, critics question Pepsi’s new marketing efforts as a ploy to increase their bottom line. The critics’ main objection is that the snacks, although low in fat and sugar, are still “junk food.” For example, Baked Cheetos are touted as a healthy alternative for chips, even though a two-ounce serving has 260 calories, only 20 less than a Snickers candy bar. While it is easy for critics to condemn Pepsi, the organization has demonstrated a desire to benefit consumers by giving $1.7 million for an obesity-prevention program. In addition, Pepsi was the first major manufacturer to remove trans-fat from its snacks and reduced sugar in 250 products. What do you think? How ethically is Pepsi acting when they choose to capitalize on consumers’ concerns by offering “healthier” snack options? What are their motivations for donating money to an obesity-prevention program? What other products advertise debatable benefits for their consumers? Work in small groups to discuss the above questions, then present your answers to the class in a short, informal presentation.Source: Chad Terhune, “Pepsi Sales Force Tries to Push ‘Healthier’ Snacks in Inner City,” Wall Street Journal, October 5, 2006, A1. Answers to the exercise questions will vary by students and their backgrounds, values, and beliefs. This activity works best as an in-class activity that may take about half your class time. Each group should only present informally for a few minutes to leave time so that all groups have a chance to present on their discussions about Pepsi’s practices.